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阿里巴巴工程师相亲穿特步鞋遭拒 这锅特步背吗?

发布时间:2018-12-20 17:39
最近,在杭州萧山,一个小伙因为在相亲时穿了一双特步牌运动鞋,遭女方拒绝了。原因是:27岁的男生穿特步鞋约会不合适;自己喜欢精致一点的男生。
 
Recently, in Xiaoshan, Hangzhou, a young man was rejected by his wife because he wore a pair of special footwear during a blind date. The reason is: 27-year-old boys are not suitable for dating in special shoes; they like more elaborate boys.
 
 
 
1月8日下午,认证为阿里巴巴官方文化账号的@阿里味儿官方微博表示,这个被拒绝的小伙是阿里巴巴的高级研发工程师。
 
In the afternoon of January 8, Alibaba's official Weibo, certified as its official cultural account, said that the rejected young man was a senior R&D engineer of Alibaba.
 
 
 
阿里巴巴程序员只因为穿了一双特步鞋,就被拒绝。有网友表示,这是特步被黑得最惨的一次。
 
Alibaba programmers were rejected for wearing only a pair of special shoes. Some netizens said that this was the worst time that Special Step was blackened.
 
 
 
那么,穿特步就“不合适”吗?中国运动品牌真的有这么惨吗?
 
So is it "inappropriate" to wear special steps? Is it true that Chinese sports brands are so miserable?
 
 
 
特步真的很低端?
 
Special Step is really low-end?
 
 
 
李宁、安踏、匹克、特步和361度被称为中国五大体育运动品牌。喜欢体育的观众,对这些品牌都不陌生,在中央电视台体育频道上经常可见它们的广告,而在足球、篮球、马拉松等热门项目的赛场上,也都能随时看到它们的广告牌。
 
Li Ning, Anta, Pick, Tabu and 361 degrees are known as China's five major sports brands. Sports-loving audiences are familiar with these brands. Their advertisements are often seen on CCTV Sports Channel, and their billboards can also be seen at any time in football, basketball, marathon and other popular events.
 
 
 
以这次被“黑”的特步为例。小编在特步国际(01368,HK)的2017年中期报告中看到,特步目前的定位是“专业体育时尚品牌”。
 
Take this "black" feature as an example. Xiaobian in the special international (01368, HK) mid-term report in 2017, we can see that the current position of special step is "professional sports fashion brand".
 
 
 
由于近年来的马拉松热,特步也推出了跑步相关产品,而且仅在2017年上半年,特步就赞助了“厦门国际马拉松赛”、“重庆国际马拉松赛”等赛事。
 
Because of the marathon fever in recent years, special trot has also launched running-related products. In the first half of 2017, special trot sponsored "Xiamen International Marathon" and "Chongqing International Marathon".
 
 
 
特步最早出名,是源于影视明星谢霆锋的那句广告词“特步,非一般的感觉”。影视明星代言运动品牌,不利于体现其专业性。因此,特步请来了王镇、蔡泽林、陈定等田径奥运冠军代言,甚至请到了前欧洲足球先生舍甫琴科。不过,和安踏、李宁、匹克等品牌相比,这些代言人的名气还是逊色不少。在影视明星方面,除了谢霆锋之外,女演员赵丽颖也成为了特步的代言人。
 
The earliest known feature step is the advertisement phrase "special step, extraordinary feeling" by film and television star Tingfeng Tse. Movie and television stars endorse sports brand, which is not conducive to its professionalism. Therefore, Wang Zhen, Cai Zelin, Chen Ding and other Olympic champions in track and field were invited to speak for them, and even Shevchenko, a former European football player, was invited. However, compared with Anta, Li Ning, Pick and other brands, the reputation of these spokespersons is still inferior. In terms of film and television stars, in addition to Tingfeng Tse, actress Zhao Liying has also become the spokesperson of Special Step.
 
 
 
小编发现,在经历了国产运动品牌的集体低谷之后,从2013年到2016年,特步的营收逐年上涨。
 
Xiaobian found that after experiencing the collective trough of domestic sports brands, from 2013 to 2016, the revenue of Special Step increased year by year.
 
 
 
不过,2017年上半年,特步国际的营收和利润都出现了同比下滑。去年12月,特步国际还发布了盈利警告称:
 
However, in the first half of 2017, revenue and profits of Tebu International declined year-on-year. In December last year, Special Step International also issued a profit warning.
 
 
 
由于回购的销售渠道中现存的产品于2015年前生产,估计其可变现净值将大幅下降。因此将对公司2017年利润有明显影响。预计集团2017年综合净利润较2016年将下降约25%到35%。
 
The net realizable value of existing products in repurchase channels is estimated to decline dramatically as they are produced by 2015. Therefore, it will have a significant impact on the company's profits in 2017. The combined net profit of the Group is expected to decrease by about 25% to 35% in 2017 compared with 2016.
 
 
 
盲目扩张、去库存、山寨
 
Blind expansion, inventory removal, Shanzhai
 
 
 
国内品牌曾经历寒冬
 
Domestic brands have experienced a cold winter
 
 
 
从盈利预警公告中可见,特步目前依然面临着去库存的问题。事实上,正是库存问题,差点压垮了国内运动品牌。
 
As can be seen from the earnings warning announcement, Special Step is still facing the problem of inventory removal. In fact, it is the inventory problem that almost overwhelms the domestic sports brand.
 
 
 
此前,以2008年的北京奥运会为契机,体育品牌在全国各地繁华地段和购物中心开设了大量店铺。即使是需求较少的地方城市,也开有大量店铺。但是,到了2012年——2013年,由于盲目快速扩张、大肆开店,让国内运动品牌尝到了苦果,两年间,各大体育品牌关闭的门店总量超3000家。
 
Previously, taking the 2008 Beijing Olympic Games as an opportunity, sports brands opened a large number of stores in busy areas and shopping malls all over the country. Even in less demanding local cities, there are a large number of shops. However, from 2012 to 2013, due to the blindly rapid expansion and the rampant opening of stores, the domestic sports brands have tasted the bitter fruit. In the past two years, the total number of major sports brands closed more than 3,000 stores.
 
 
 
据中国网统计,2013年,国内六大运动品牌李宁、安踏、匹克、361度、中国动向和特步的存货总价值就达到了31亿元。
 
According to CNN statistics, in 2013, the total inventory value of the six major sports brands Li Ning, Anta, Pick, 361 degrees, China Trend and Special Purpose reached 3.1 billion yuan.
 
 
 
实际上,耐克、阿迪达斯也遭受了这波运动品牌寒潮。但它们当时在中国的销量要好得多。
 
In fact, Nike and Adidas also suffered from the cold wave of sports brands. But they sold much better in China at that time.
 
 
 
此前,中投顾问轻工业研究员朱庆骅在接受《中国产经新闻》记者采访时分析称,阿迪达斯、耐克等国际品牌销量呈现逆势上升的原因主要是,面对恶劣的市场环境,阿迪达斯、耐克等国际品牌纷纷进行打折促销,甚者在三四线城市发展中低端产品,导致了这些国际运动品牌与国产中低端运动品牌争抢市场份额。国际运动品牌凭借其品牌形象在市场竞争中占据了上风。
 
Previously, Zhu Qinghua, a research fellow of CIC Consulting Light Industry, told China Economics News in an interview that the main reason for the negative increase in sales of international brands such as Adidas and Nike was that in the face of the harsh market environment, international brands such as Adidas and Nike were offering discounts and promotions, even in the development of low-end products in three or four-tier cities, which led to the development of these countries. International sports brands compete for market share with domestic middle and low-end sports brands. International sports brands have gained the upper hand in the market competition by virtue of their brand image.
 
 
 
大规模的中国年轻消费者能够穿得起阿迪达斯、耐克,也是从那个时候开始的。
 
Large-scale young Chinese consumers can afford to wear Adidas, Nike, and that's when they started.
 
 
 
国内品牌被“吐槽”,还有个原因就是“山寨”的标签。
 
Domestic brands are "Tucao", another reason is the "Shanzhai" label.
 
 
 
由于品牌名称和商标LOGO与阿迪达斯非常像相似,网友纷纷在网上写段子、编故事,吐槽阿迪王。最火的时候,阿迪王的广告牌甚至进入了NBA和西班牙足球甲级联赛的赛场。
 
Because the brand name and trademark LOGO are very similar to Adidas, netizens are writing scripts and compiling stories on the Internet. At the height of the fire, Adiwang's billboard even entered the NBA and the Spanish Football League A.
 
 
 
不过,2013年5月,“阿迪王”与阿迪达斯长达5年的侵权诉讼案和解,“阿迪王”中文商标及LOGO最终无偿转让阿迪达斯。同时,其线上销售的店铺也一律终止使用“阿迪王”字样的品牌名称,以及与阿迪达斯极为相近的三角形LOGO。
 
However, in May 2013, "King Adidas" and Adidas five years of tort litigation settlement, "King Adidas" Chinese trademark and LOGO eventually transferred Adidas free of charge. At the same time, its online stores will stop using the brand name of "Adidas King" and the triangular LOGO which is very similar to Adidas.
 
 
 
同样,因为使用了NBA传奇球星麦克尔·乔丹的中文名,乔丹体育和乔丹也陷入了漫长的侵权官司。
 
Similarly, because of the use of the Chinese name of NBA legend Michael Jordan, Jordan Sports and Jordan have also been involved in a lengthy tort lawsuit.
 
 
 
相亲,特步
 
Dating, special step
 
 
 
80、90后偏爱阿迪达斯、耐克
 
The post-80s and post-90s prefer Adidas and Nike
 
 
 
目前,当越来越多的国人参与到马拉松、登山、夜跑、健身等运动中时,中国的运动鞋服市场进入了快速发展期。度过寒冬的中国运动品牌的日子越来越好过了。
 
At present, when more and more Chinese people participate in marathon, mountain climbing, night running, fitness and other sports, China's sports shoes and clothing market has entered a rapid development period. The days for Chinese sports brands to survive the cold winter are getting better and better.
 
 
 
2017年上半年,安踏体育(02020,HK)净利润上涨接近三成,同时毛利率继续上升,已超过50%。李宁(02331,HK),净利润也大幅上升66.8%,毛利率也达到了47.7%。
 
In the first half of 2017, net profit of Anta Sports (02020, HK) increased by nearly 30%, while gross interest rates continued to rise, exceeding 50%. Li Ning (02331, HK), net profit also rose by 66.8%, gross interest rate also reached 47.7%.

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